CASE STUDY

DPI NSW said...

“We need an appealing logo to identify the newly formed RFNSW Advisory Council as the key organisation providing information and advice to the NSW Minister for Primary Industries.”

RFNSW Logo

Project Description

There are over 5 million Aussies who regularly wet a line, making fishing one of Australia’s favourite pastimes. We’ve been raised on it…it’s part of our heritage. And it’s why today we have a proud recreational fishing community, more willing to get active than ever before.

OzFish Unlimited is a not-for-profit organisation dedicated to helping the millions of Aussie recreational fishers take control of the health of their rivers, lakes and estuaries and shore up the future of the sport they love.

OzFish Unlimited partners with fishers and the broader community to invest time and money into the protection and restoration of our waterways, counteracting decades of degradation.

WHAT OZFISH DOES:

Work with fishers to make local fishing grounds healthy, vibrant
and more productive.

Share ideas on how to improve, restore and protect fish habitat.

Seek grants and support for hands–on habitat restoration.

Provide events, resources, education and research that support fishing groups to achieve local outcomes.

MY BRIEF:

Design an appealing logo for use on stationery, a website (and whatever else may arise) to identify RFNSW as the key organisation providing information and advice to the NSW Minister for Primary Industries. The logo needed to engage NSW anglers, relevant stakeholder groups to the recreational fishing sector and government agencies in general.

I was instructed to reflect the diverse nature of the NSW recreational fishing community, promote the sustainability of the sector, promote recreational fishing as a fun, exciting, vibrant activity suitable for everyone regardless of age, gender or background AND somehow reflect the socio-economic importance of recreational fishing to the NSW public… no biggie.

“We would like to see something that’s appealing, presenting a simple but strong image of what recreational fishing is all about… but the new logo should also reflect the diverse nature of the rec fishing sector.”

Project Details

“We would like to see something that’s appealing, presenting a simple but strong image of what recreational fishing is all about… but the new logo should also reflect the diverse nature of the rec fishing sector.”
NSW DPI, Recreational Fishing Unit

“DESIGNER SAYS NO...”

Sometimes, elements of a brief can contradict each other. I consider it beholden on me, as a professional, to provide advice in such situations.
It was suggested that I could borrow elements from the Recreational Fishing Trust logo… I rejected that suggestion.

THE COUNCIL & THEIR LOGO

Recreational Fishing New South Wales is the official Advisory Council to the NSW Minister for Fisheries. Our logo is a bold statement about our commitment to protecting and enhancing recreational fishing as one of the states most passionately participated pastimes, and as a valued industry that contributes mightily to the economy.

At first glance, you’ll see a vibrant fish leaping from the waters of NSW… but think outside the tackle box and you will notice that the fish is based on the shape of our state itself, with it’s defining lines made up of our major waterways and coastline.

It recognises the importance of all regions, all eco-systems and habitats and all species in our ultimate goal of creating sustainable, healthy recreational fisheries for now and for the future.